HBO cuts the cord, brings streaming-only service to Europe

For a small fee, some Europeans get access to the full complement of HBO content.

An HBO streaming service that does not require an associated cable subscription is coming in mid-October, according to Variety. The rollout is confined to only a few European countries, but it's an embrace from Time Warner to cord-cutters that non-HBO customers have long sought.

The service, named HBO Nordic AB, will allow customers in Sweden, Norway, Finland, and Denmark to stream subtitled versions of the same content available in the US. Original series like Game of Thrones and Boardwalk Empire, as well as movies that are featured by the channel, will be streamable at HBONordic.com.

As a standalone streaming service, HBO Nordic AB will cost 10 euros (about $12.50) per month, and HBO will also remain as an add-on service to regular cable subscriptions. Despite the similarity of the streaming service to Time Warner's mobile streaming apps in the US named HBO Go, the company won't carry over the brand internationally. Variety points out that HBO does currently have a "standalone digital product" in Poland, but its reach is small.

HBO's expansion in Europe comes shortly after Netflix announced plans to service the area with its own, broader streaming catalog.

Update: According to the Norwegian website Hardware.no, HBO Nordic AB will cost a maximum of 10 euros per month, but may be as little as 5 euros.

Promoted Comments

I do wonder how much of a delay there will be between first US airing of an episode and it hitting mentioned service. For the more rabid fans they could likely pull a same day servicing without subtitles, as English as a capable second language is widespread withing the central age demographic.

I wouldn't be surprised if it never came here and either continued requiring a TV sub, or they might do what the NFL does and let just about everyone outside the US (and its territories - here's looking at you Guam) stream the games live, but we here have to wait until about 24 hours after the latest game of that day ends.

Why are these companies still playing regional exclusion games? It's like they still haven't joined us in 2012 by figuring out the Internet is ubiquitous in first world countries. Why do they think piracy is such a problem for them? You release shit in the US and skip everyone else, everyone else downloads the content via torrents, FTP, file lockers and USENET. Media companies, PLEASE, give us simultaneous worldwide releases, at least some time before the 22nd century. Sheesh. Haven't the people made it clear that they want access to streaming services that allow them to watch on-demand? Provide some legal options and provide them in all territories.

Wow, eight whole sentences written by Ars on this story. There isnt enough time in one's day to read an news story that long. Is there really nothing else on this story to dig deeper on? Thats right its not an apple story, so sorry for my criticism.

Interesting first Japan, now select Wiropean countries. hBO's contracts are expiring and they're finding that the cable cos don't want to lose them after all. Only a matter of time until non cable subscription HBO'S Go is ubiquitous.

I do wonder how much of a delay there will be between first US airing of an episode and it hitting mentioned service. For the more rabid fans they could likely pull a same day servicing without subtitles, as English as a capable second language is widespread withing the central age demographic.

Interesting first Japan, now select Wiropean countries. hBO's contracts are expiring and they're finding that the cable cos don't want to lose them after all. Only a matter of time until non cable subscription HBO'S Go is ubiquitous.

Until 2009, they were part of a cable company (Time-Warner Cable, which has been spun off into an indpendent company), and naturally didn't want to compete. Even now, I bet the relationship with service providers is so incestuous that providing a service that doesn't require a cable or satellite subscription is not well-regarded there.

We won't be getting this over here in the states because of the cable companies monopoly on the "cable channels". HBO could be making my money if they streamed here, but since giving up Comcast's over priced cable TV, I have to go to old stuff on netflix or "other" means to get HBO content. Fucking cable companies need to be dismantled like the old Ma Bell, then maybe we might actually see COMPETITION in this so called "capitalist" society. Meanwhile in "socialist" Europe, they actually have some competition and choices for consumers.

I do wonder how much of a delay there will be between first US airing of an episode and it hitting mentioned service. For the more rabid fans they could likely pull a same day servicing without subtitles, as English as a capable second language is widespread withing the central age demographic.

At the press conference they allegedly said next day with subtitles and pricing at less than €10 a month (with 25% VAT that is).

Today HBO GO went live in Brazil as well. It is free for current HBO subscribers, but of course HBO is only available as a premium addon (it can't be added to the cheaper subscriptions), so one has to spend at least US$ 50/month in order to use GO. Another lost opportunity.

I do wonder how much of a delay there will be between first US airing of an episode and it hitting mentioned service. For the more rabid fans they could likely pull a same day servicing without subtitles, as English as a capable second language is widespread withing the central age demographic.

Norwegian sites reports within 24 hours with subtitles. This actually sounds like an alternative for the fans that don't want to wait for weeks. If this comes to Linux i might even consider it even though I'm a "poor" student for the time being.

Why would I pay $100/month for 8 channels, when I could have 250 channels for $100/month?

In other words, a la carte is broken, and the reason it's broken is because there are too many channels that are worthless and are being subsidized by the channels people want to watch on cable.

At $100 for 250 channels, you are paying an average of $0.40 per channel/month. In reality, a small minority of channels get the majority of viewership, and the rest are being propped up on crutches by revenue sharing so Comcast can pitch me about having "250 channels, wow!"

Now I'm not delusional enough to believe networks will start selling their services streaming for $0.40 per month, but something more reasonable like $5 or less per month per channel would open my wallet. Ideally, I'd be able to go through a checklist of channels from Comcast and pay only $0.40 per channel, but unless networks like HBO start providing cable-free streaming services for half of what they cost right now, that's not happening anytime soon.

For now, I settle for Netflix for $7.99 a month, which gives me movies and shows from many major networks for a very low price, at the expense of longer waiting periods.

I do wonder how much of a delay there will be between first US airing of an episode and it hitting mentioned service. For the more rabid fans they could likely pull a same day servicing without subtitles, as English as a capable second language is widespread withing the central age demographic.

Norwegian sites reports within 24 hours with subtitles. This actually sounds like an alternative for the fans that don't want to wait for weeks. If this comes to Linux i might even consider it even though I'm a "poor" student for the time being.

Giving the fans what they want, sure hope it has a measurable effect on torrent activity.

Hmm..... On a purely hypothetical basis, how would one go about getting a payment mechanism/billing address based in a Nodric country? Could one purchase a prepaid visa denominated in Kroner/Euros or whatever, and make up a billing address to associate the card to?

Hmm..... On a purely hypothetical basis, how would one go about getting a payment mechanism/billing address based in a Nodric country? Could one purchase a prepaid visa denominated in Kroner/Euros or whatever, and make up a billing address to associate the card to?

I don't think you can get a Nordic debit/credit card without actually living here. VPN + some sort of a gift card could be a possibility, at least this is how people have been using Netflix and US iTunes.

Hopefully more and more companies will do this! I've been very annoyed in the past when I've gone to subscribe to a service, perfectly willing to give them money, only to be told "sorry but to buy this service you need to be a customer of X PayTV provider... that you can't get in your area..."